Sales

The Assessor: Driving Sales and Retention

If there’s one under-valued and underutilised role in your business, it’s most likely to be the assessor. Here’s how to leverage this lynchpin of sales to boost both profitability and client retention.

 

Sales have changed. 

It’s no longer a case of ‘build it, and they’ll come’. The power has shifted to the consumer, who is (rightfully) demanding more from their fitness provider. They want the experience of buying to be centred around their needs; to have a tailored purchasing journey carefully mapped out, and a guide to hold their hand through the process. 

This person is the assessor. 

Depending on the size and configuration of the business, the assessor role is often taken by a senior member of the coaching team, and can also be the owner themselves. Gym Manager, Membership Manager, Head Coach, Head of Programming, Head of Sales: any or all of these roles may coexist under one ‘hat’ for the person in the assessor role. 

Assessor responsibilities

The assessor usually covers these key areas of the business:

  • Selling trials to allow the client to ‘try before they buy’
  • Converting triallists to full members
  • Performing the evaluation process
  • Overseeing and delivering the client experience from days zero to thirty
  • Facilitating the handover of the client experience to the coaching team from days 30-90
“The assessor lives, eats, and breathes sales.”

Why is the assessor so important?

In many conventional setups, the marketing, sales, and membership functions of the business are fairly independent. This is convenient from an organisational design point of view: but leads to a bumpy and fragmented onboarding experience for the member. 

The assessor pulls together these stages into a coherent end-to-end member journey, taking a prospect from knowing very little about the gym, to signing up for a membership and becoming a lifelong evangelist of the brand. 

At a time which can be (sometimes overwhelmingly) intimidating for most people, the assessor is there to make first contact with the business seamless, positive, and personalised.

They are the bridge between the training team and the members. They make the coaches more approachable, and coordinate goals and ideas across the two groups.

They understand both the sales side of things, and the training side of things. All of your staff should have sales training, but the assessor lives, eats, and breathes sales, while also being technically excellent – which makes him or her a rare beast.

“This person needs to have their head screwed on – no loose cannons here.”

What makes a good assessor?

It might be controversial, but we believe that some of the qualities of a good assessor are intrinsic. Someone either has them – or they don’t. Attitude, mindset, and demeanour are more important than technical prowess, which can be more easily trained in if necessary. 

  • They should be someone who knows their way around a gym. Fresh-faced newbies might be fine for some roles, but the assessor should have several years of handling clients.
  • Whatever other hats the assessor may wear, they must be invested in the commercial success of the business. In other words, they should want the facility to make money, and know how they can support this goal. 
  • They should be calm, unflappable, reassuring, and approachable. This will be the person to take the lead if things go wrong: they’re a representative of the gym and will carry significant responsibility. They need the maturity to take this in their stride. 
  • Ideally, they should sit firmly within your target demographic – towards the upper end if you’re heading for a younger crowd, and the lower end if you’re going for senior fitness, for example. 
  • They should be relatable, good at listening, businesslike and friendly. They also need to have good emotional intelligence – the ability to ‘read’ the person in front of them and adapt their demeanour to match their energy. 
  • Sales should come naturally to them, as should communicating freely and concisely with both clients and staff. There’s no space here for someone that feels uncomfortable selling. They should understand that sales is simply asking a fair price for an excellent service, and be happy pushing this agenda. Extensive sales training isn’t necessarily a baseline for success; this can be trained in later. What’s important is that they have the knack for selling, and enjoy doing it. 
  • They should be incredibly conscientious, reliable, and professional. This person needs to have their head screwed on – they’re an integral part of the business. No loose cannons here.

Interested in introducing the Assessor into your business and revolutionising sales? 

Find out about our six-week, coaching based Assessor Course here.

 

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